Video has fast become one of the most powerful tools is an agent’s marketing arsenal. According to research from Google and the National Association of Realtors, 86% of home shoppers use video tours to learn about neighborhoods before they start searching for homes. The same research found that 70% of home shoppers use video to tour the inside of homes before an in-person tour.
In order to reach this huge audience of home shoppers doing preliminary research by video, agents with a social media following have a huge advantage. Platforms like Facebook, Twitter, and Instagram give agents the ability to share footage with their sphere with direct notifications. And now it is easier than ever before with the launch of IGTV by Instagram. Instagram has launched an interface to compete with YouTube that allows for videos up to one hour in length to stream directly on the app.
Brokerages and agents around the nation have already started to utilize the IGTV feature for direct client marketing. With Millennial making up almost 40% of new home buyers and Instagram being their social media platform of choice, the possibilities for tapping this market are endless. Videos have the benefit of being displayed full-screen and vertically so agents do not need additional equipment to make a easy to view home tour.
Instagram has projected to reach 1 billion monthly users by the end of the year. Being able to tap into that level of viewership for the real estate industry on a single platform would be groundbreaking. By utilizing the social network agents have already built and creating video content for them, agents can spend more time engaging one on one with interested clients. The level of engagement from Instagram viewers is higher than that of YouTube viewers on the platform so feedback is given quickly and can be responded to directly.
IGTV is still in its infancy and early adopters are not sure what the future holds for this new platform. But as real estate professionals jump on board by provided the video content home shoppers want, the industry will be a part of IGTV’s future.